Using Big Data to optimize digital marketing
The enormous global growth of the Internet and the importance that it is acquiring over the years mean that companies cannot risk doing without this new channel. However, many have not yet harnessed the potential of “big data” in digital marketing.
Since its inception in the late 1980s, the Internet has grown exponentially as more and more consumers access the world online. Along with this growth, the average time users spend online is also increasing. In addition to television, the Internet continues to be an important form of entertainment for people. Online growth is expected to grow, both in terms of usage and reach, as the deployment of telecommunications infrastructure continues and the diversification of the Internet seems limitless.
The deployment of infrastructure by the telecommunications industry is expected to further boost Internet penetration. The availability of broadband means that these countries will get better internet quality as new innovations such as improved conventional cable and fiber optic technologies are introduced.
In addition, Internet-enabled devices such as smartphones continue to expand and become very popular, and demand for tablets is exploding. What was once a source of information has become a main communication tool, a marketplace, a workplace, a game center and much more.
The role of the Internet in commerce
There are two reasons why the ubiquity of the Internet has become an inescapable tool for companies. First of all, companies find it as a tool to interact with customers. The forum available on the Internet allows companies to market and sell products, build brand relationships that result in more product sales. A direct result of the Internet becoming a communications and sales platform is the sharp increase in digital marketing by businesses. What was previously limited to banner ads and search engine enhancements, digital marketing now incorporates rich display ads, Facebook content, YouTube clips, targeted emails, and other campaigns. This has resulted in increased allocation of digital marketing budgets over the years.
The second reason why the Internet is important to businesses is customer feedback. Consumers surf the Internet for many hours and get a lot of information about themselves and what they would like to have. They leave behind their online interests, the purchases they usually make, the content of the communications, etc. These consumer actions on the Internet are just as good as those found in the “real” world, which together provide “big data” and advanced analytics as they are collected, recorded, and analyzed.